I was saddened last evening when the news first broke that GM's Saturn brand will ultimately cease production as the deal to sell to Penske Automotive Group fell through. AdAge article here.
I remember well when the Saturn brand first popped onto the scene with its "Different kind of car. Different kind of car company." brand messaging (developed by Hal Riney Partners, San Francisco). In 1993, my wife and I purchased our first new car together – a blue-black Saturn SL-2. Damn, that was a gorgeous car. The bottom line: the car buying experience lived up to their brand positioning. At the time, it was different – a new way of buying a car as Saturn was the first to offer "here's the price, let's not play the car buying game". I remember they also took our picture (Polaroid, of course...it was 1993!) and placed it onto their bulletin board with all of the other proud new owners.
Our SL-2 lasted 10 or so years (at least five of the valves lasted 9 and half years). Ultimately, I donated it to St. Vincent De Paul and purchased something else. Funny thing is I don't remember that purchase as the car buying experience just wasn't the same.
So, farewell Saturn. And thank you for making our first car buying experience a memorable one.
For just a taste of the Saturn experience, here's a Saturn Homecoming spot from 1994:
In reading some comments on yet another article on the latest use of crowdsourcing by another marketing giant, a reader's comment referenced animoto.com.
In essence, animoto is a tool which allows users to create :30 spots for use on social networks. It's free. It's easy. And it took about eight minutes (pulling semi-random images from a client) for me to put together and render a spot complete with music.
Look out, Spielberg? Not even close. But, not bad for a :30 spot with no software needed. It's a perfect tool for the individual or those businesses who want to put short :30 clips on their websites or blogs.
Check out the animoto site here. For case studies and business examples (including one from the IndyStar), click here.
Logoblink.com has a rather entertaining article showcasing a multitude of Web 2.0 logos and highlighting just a few criteria that many share. To show that most lack originality and / or differentiation from the shear volume of other Web 2.0 logos, I've placed an image showing just a "few" of the usual suspects:
One of my favorite blogs on identity has the latest on the new Hilton Worldwide name change and identity mark.
For the full scoop and discussion by the legions of (jealous) designers (who didn't work on this), click here. Overall, I think it is fine, but I kind of laugh at the over-selling of the strategy-behind-what-it-means from the Landor press release: The platinum and gold stylized H evokes quality, stature and the richness of Hilton’s heritage. The two halves are reflective, which are a reminder of the company’s storied past and vibrant future, and the open curves are welcoming, symbolizing the world of travel by suggesting the round edges of the globe, the arch of a bridge and posts of a bed.
In admitting that the business of custom photography wasn't what it used to be, a dear photographer friend of mine once wisely remarked, "Had I known the 90's would be the peak of the profession, I may have tried to enjoy it more..."
Sadly, I'm feeling the same for the design profession. While there will always be the need for quality designers (strategic and otherwise!), there certainly are signs everywhere I look signaling the profession is in trouble.
iStock's recent announcement (discussion: here, here and here) that they will soon be providing logos for companies will certainly not have an immediate impact on strategic graphic designers or brand development firms. The businesses and individuals who currently will hire firms like Element Three to do strategic brand assessments and identity development clearly value the business and strategic approach needed to successfully deploy any corporate brand initiative. In short, they aren't in the market for a $200 (or less) logo.
Yet, in the back of my mind, I can't get the thought of "good enough" out of my head. There are countless individuals, small businesses – and sadly, some not-so-small businesses - that possess a do it yourself, cheap is better mentality to all aspects of business. And, frankly, that's not a good long-term success strategy.
The question I ask is at what point in the business cycle does good enough suddenly become not good enough?
Perhaps you've seen or heard the uproar associated with the latest global ad show controversy, this one involving the World Wildlife Fund and their Brazilian agency, DDB. In the print ad as well as the video (below), New York City is invaded by multiple airplanes in 9/11 fashion.
To be sure, the images remind all of us of that tragic day over eight years ago:
The outrage was, of course, predictable, with condemnations flying from the ad community as a whole, and DDB Brazil (reluctantly) apologizing for the ad. The reality is the ads are factually correct, and are another chilling reminder that perhaps there are more pressing issues in the world than who's going to be voted off American Idol. Then again, maybe not.
So, I ask you the question: are the terrorist attacks on America permanently off limits?
We use Compendium for our blogging partner. Of course, the purpose of (most) blogs is to let people know a little bit about the "real" you, whether an individual or company. In many instances, the way bloggers are found is through online search for a particular subject or item. For instance, maybe you're a fan of the "Arizona Cardinals" (hey, why not?) or "Native Americans living in Cleveland", or "talentless unemployed actors" (to save time, one could also type in "Carrot Top").
On to my point: when writing in Compendium, they provide targeted keywords, which help the bloggers (moi) keep on track. The more keywords used, the stronger the post. In true 21st century coolness, there's even a keyword strength indicator, where red means "Steve, stop writing about the Arizona Cardinals" and green indicates "you're the best blogger, ever."
Today, I'm going for the green. This will be the strongest, keyword-heaviest, blog post. Ever... So, if you were looking for any (or all) of the following, sit back and enjoy (alpha order for your viewing pleasure):
Best Marketing Plans, Brand Chemistry, Brand Communication, Brand Consulting Companies, Brand Consulting Group, Brand Development Services, Brand Development Strategies, Brand Identity Development, Brand Marketing Consultants, Brand Positioning Strategy, Brand Strategy Agency, Brand Strategy Company, Brand Strategy Consultants, Brand Strategy Firm, Branding Consultancy, Business Communications Indianapolis, Business Logo Creation, Certified Brand Strategist, Corporate Brand Strategy, Creative Brand Development, Develop Brand Identity, Developing Brand Strategy, Indianapolis Ad Agency, Indianapolis Advertising Marketing, Indianapolis Brand Consultants, Indianapolis Brand Development, Indianapolis Brand Management, Indianapolis Brand Marketing, Indianapolis Business Marketing, Indianapolis Corporate Branding, Indianapolis Marketing Agency, Indianapolis Marketing Communications, Indianapolis Marketing Consultants, Indianapolis Marketing Firms, Indianapolis Marketing Plans, Indianapolis Marketing Strategy, Indianapolis Marketing Tools, Indianapolis Strategic Marketing, Logo Creation Services, Marketing Brand Development, Marketing Integration, Marketing Launch Strategy, Midwest Marketing Partner, Online Brand Strategy, Return on Marketing Investment, Strategic Brand Consulting, Strategic Brand Development, Strategic Marketing Planning, Successful Marketing Plans
There. I've officially made Code Green with the strongest blog post, ever! Call Element Three today if any of that interests you. Or, if you'd rather talk NFL football (especially the Arizona Cardinals) or wish to debate who the best hair metal bands from the eighties are, I'm ready.
Alright, so many of you are aware of my love of the Arizona Cardinals...it's well documented. I'm also a big fan of the 80's hard rock/glam metal scene. Hey, look at me...you don't think I don't have a can of AquaNet sitting around the house?
One of the main acts that became pretty big in the 80's from the LA Sunset Strip scene was Dokken. And, proving that 15 minutes of fame can sometimes be spread out among 30 years, today's version of Dokken has resurfaced in a series of viral marketing videos for Norton Antivirus.
Anyone who knows me understands my passion for all things pro football. Of course, the Arizona Cardinals are my true love, but I'll watch Houston play Seattle in pre-season just to say I did it. Now that's commitment...
Bottom line: I watch a lot of football. So I see a lot of ads. Most are forgettable and blend into the crowd of car/financial services and ED ads. Last week during Sunday Night Football, I saw an enjoyable spot for GE aircraft engines that actually stood apart:
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The debate on whether Joe Sixpack (or Steve Nealy) is the right target for GE (which owns NBC) to place ads on Sunday Night Football can be found here. I recall similar arguments nearly 30 years ago when the Burlington Northern railroad began a series of national TV spots. And, even recently, Norfolk Southern Railway has run spots on how railroads are fuel efficient vs. the trucking industry. Clearly, these spots hope for a higher level "goodwill" from the general population.
But maybe these highly un-targeted shotgun blasts do work. I particularly enjoyed the comments on the Ad Age article from Hayden7 of Houston: "I thought the ads were very effective. I bought two of the engines and I love them. They're a little big though. I may have to add some space on to my garage."
Recently, a .jpg was making all the rounds via email and blogspots that showcased how the Pepsi brand identity/logotype has constantly evolved while that of rival Coca-Cola had remained unchanged.
The reality is that both Pepsi and Coke have evolved over time, which should come as no surprise to anyone who understands the differences between advertising in the 1880's and marketing today.
For a glimpse into the Coca-Cola trademark evolution, click here. For the real Pepsi story, click here. Special thanks to the always-informative blog underconsideration for uncovering the truth behind these iconic cola brands.
As a sports enthusiast and a student of brand and the value of business and brand, I was entertained by John Oreovicz's article today regarding Danica Patrick on ESPN.com.
In the article entitled "Brand vs. mission? Danica has to decide", Orevicz outlines the pitfalls associated with Patrick's pending decision on whether to stay in IndyCar or move to the (much) greener pastures of NASCAR.
In terms of pure dollars and cents, it is a no brainer. NASCAR will deliver to Patrick every conceivable opportunity to cash in. If you tire of seeing her on GoDaddy, Peak and Motorola/Boost Mobile spots now, just wait. The surface has just been scratched in terms of Danica-mania.
If, however, the issue is dollars and sense, then Patrick needs to look at the realities. Moving to NASCAR will line her pockets with cash, but the odds of her succeeding as a driver are slim to none. And, I'm a big fan. Quite simply, drivers of equal talent or better – champions such as Hornish, Jr. and Montoya, have had only success in NASCAR as measured by the size of their bank deposits.
Will NASCAR truly support a driver (not named Earnhardt) that consistently finishes in the back of the pack? For a season or two, yes. But, what then would be her options?
The conundrum is clear; cash in now and slowly allow Danica the brand to become more relevant than Danica the driver (Anna Kournikova anyone?), or stay in IndyCar, compete for a championship and allow Danica the brand to grow through her driving accomplishments.
Once again, I'm inspired by blogpost by British designer David Airey, comparing various brand identities side by side to show similarities.
One example. As an avid sports fan and follower of identity and logo design from around the world, I'm surprised I'd never before noticed how close the LA Lakers and LA Clippers logos are: Tom Petty remarked many years ago, "You know, all the songs have been written." While that's not entirely true, there is little doubt that designers and artists have been ripping off other designers and artists since Thag and his nemesis Thor started painting in the caves of Lascaux.
Certainly, it is possible for a single, simple idea or concept to be rendered similarly, particularly today, where more tools and online "research" are available to an ever-growing number of designers. Even more plausible is the concept of subliminal reference. It's only logical to assume that if something has been seen, even admired, that it would influence a designer's future work.
In designing corporate identity, it's critical that the logo be noticeable, memorable and – most importantly – appropriate for the business or entity.
Back to the NBA logos above...Given the Lakers (originally from Minneapolis, thus the lake reference) logo existed long before the Clippers, I'd say the Clippers should attempt to be more relevant. Having a basketball in the logo isn't unique...so, what about the name? How could the Clippers come up with an identity that says "basketball and clipper ships"?
Given the other differences in the franchises (Lakers with 15 NBA championships, the Clippers with 4 playoff appearances), perhaps the Clippers could simply tweak their logo by deflating the ball... Just a thought. I don't have a monopoly on all the good ideas!
Check out some of the other similar logo pairings at David's blog found here.
Anyone who has met with me knows I generally have a Pepsi in hand. I love the stuff. And with only 300 calories per 24 oz. bottle, it's not only refreshing but a healthy choice... (Yes, I'm kidding.)
While I really like their particular brand of flavored and colored bubbling sugar water, I admit that from a corporate identity perspective, the Real Thing wins hands down:
In a recent brainstorming session for a client, the word ally surfaced as a perfect descriptor for their particular brand of service. I then went off on a tangent (never happened before, promise...) explaining my affinity for the new bank named Ally and what a perfect company name it made.
Ally Bank. It's ideal, isn't it? It says it all without over-promising. A bank on your side. Someone you can lean on, etc. There is no shortage of metaphors or visuals for this entity.
Coupled with rock solid positioning (No minimum deposits, no monthly fees, no minimum balance. NO SNEAKY DISCLAIMERS), Ally has perfectly arrived on the national banking scene as a competent player and has elevated themselves away from the hundreds of other "me toos" in the crowded – though thinning daily – banking arena.
For additional information about their story, click here.
Bob Lutz, 77, the iconic former vice chairman at GM, has been tabbed to run the marketing as the new "change agent" in hopes of revolutionizing the marketing at the auto giant.
According to an article in today's adage.com (here), Lutz met with each of the automaker's brand and agency teams two weeks ago and "crapped all over" the advertising according to one insider. In his message to the teams (one day prior to the review), Lutz made it clear that that he means business: "...you will very quickly see a drastic change in the tone and content of our advertising. And if you don't, it will mean that I have failed."
Perhaps the question we should be asking is whether or not the appointment of Lutz – a 46 year industry insider – signifies true change in business as usual within GM.
Maybe it's not mediocre advertising based on "lifestyle" vs. features and benefits that is the problem. Maybe instead of blaming marketing for its woes, it is time GM began designing and producing cars that we actually want.
Lutz comes off as the ultimate "I don't know what I want but I will when I see it" guy. Only in this case, it's the American public that will ultimately judge GM's success or failure.
In consulting with our clients specific to their brand and identity, I'll often tell them to take some risks in an effort to stand apart. A clearly defined brand strategy shoould allow some creative flexibility in terms of our ability to develop brand visuals that are on target from a brand stance, yet aren't so vanilla that they go unnoticed.
Of course, there are always those that will push the bounds of creativity... Different is good, I believe. But sometimes being different is simply stupid (albeit quite funny). Ladies and gentlemen, I present to you the idea whose time may never come: a business card made of meat:
It's refreshing when a great ad campaign comes along and actually does what it's supposed to do: increase sales.
Dos Equis' "Most Interesting Man in the World" is one such brand campaign. Created by Euro RSCG, the brand has experienced double digit sales gains in a category which is seeing double digit losses.
Rather than fart jokes and discussing the process of filtering or what clear mountain stream the water comes from, Dos Equis' Most Interesting Character oozes mystique in the spots and even candidly admits he doesn't always drink beer. "But when I do, I prefer Dos Equis..."
With brilliant lines such as "He lives vicariously through himself", "The police often question him just because they find him interesting" or "He never says something tastes like chicken... not even chicken", the creatives at Euro should be proud of a job well done. And while there are scores of "great" ads and campaigns, isn't it a refreshing change when a brand strategy and great creative execution actually delivers market share? Hey, advertising works!
For more on the Dos Equis story, see the Ad Age article, or the Dos Equis website.
There has been much written about NBC's SciFi channel being rebranded to SyFy (due in large part because it cannot legally own "SciFi.")
The cost must be huge although the name itself means nothing, adding an odd set of letters to a crowded list of TV choices. And, it may have been wise to at least consult the Urban Dictionary definition of syfy prior to jumping into the cesspool. I doubt they'll ever have street cred – or success in Poland...
Those details aside, the creative execution by London's Proud Creative is – in my opinion – fantastic. Check out the visual architecture and brand nomenclature with the link here.
Daniel Airey's excellent blog, Logo Design Love, is just one of the many blogs and sites I frequent to keep up on what's happening in the world of corporate identity and brand communications.
Recently, he had a list of 10 logo design tips from the field (full post here). While some are basic common sense (under promise, over deliver), there are a few that I wholeheartedly agree with and employ as we develop corporate identities here at Element Three. Among the winners:
A logo doesn't need to say what a company does. I couldn't agree more. The Apple logo is perfect. I don't see a computer anywhere. Somewhere along the line, I think we as designers (and clients alike) have been told that "good logos" tell the whole story of a company. Um, no. It's much broader than that...
Not every logo needs a mark. Correct again. There are many instances where the ideal solution is a type-only wordmark. Sony, Siemens, FedEx and Temple-Inland immediately come to mind.
Work in black and white first. Bingo. I tell all of our clients (and anyone else who still listens to me) that we develop and present corporate identity in black and white. Color is such an emotional component that we don't want the "perfect" solution to get summarily dismissed because of someone's disdain for PMS 282 in the presentation stage.
Design it small. OK, I added this to the list. Another of my beliefs is that when designing, any logo must work at small (business card) size. If it's illegible or difficult to understand at a small size, it'll never work large. Conversely, if it's good at 2 inches wide, it'll be fine on billboard...
I was chugging along nicely today when I stumbled upon a blog post specific to "crowdsourcing" as it relates to the corporate identity design and graphic design services industry. For years, all designers have heard the "evolve or die" mantra. And certainly in my 20 plus years as a creative have seen my share of change. Most good. Some bad.
Crowdsourcing basically is a large scale cattle call for cheap – or even free – creative solutions, where "clients" submit jobs with a price they are willing to pay for a final design... I hadn't really given it a lot of thought until I started digging deeper. Sites like 99designs.com, crowdspring,com and freshlybranded.com (coming soon) all bring prospective client and design pool together.
At its most basic, it almost seems good, doesn't it? Business owner needs something designed. 31,000 (mostly) unemployed designers from around the globe work feverishly for the opportunity to "win" a design contest and their opportunity at the equivalent of $15 an hour. It's the Priceline.com of creativity. Man, I'm ill at the thought...
A site specifically set up as a sort of identity and design contest/sweepstakes watchdog is specwatch.com. As I read the horror stories of clipart selected as winning designs, copyright infringements, stock vector art abuse, non-paying clients, stolen designs and case after case of absolute creative forgery, I couldn't help but think of the saying you get what you pay for.
There's no creative brief. No brand strategy. No strategic value or insights brought to the table. No sharing of ideas. No face to face or phone calls to discuss. Just a project outline and a price for the winner. It could be another reality show: The world's got talent...
Cheap. Fast. No good. In this case, the buyer gets all three.
Business First is our motto at Element Three, and our Blog is designed to provide marketers and decision makers with fresh ideas and perspectives in the worlds of business, brand, marketing and design.
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